Rebuilding a rubber and polymer manufacturer's search footprint

The challenge

Easkay India manufactures rubber, polyurethane, PVC and engineering plastic components for industrial buyers. The catalogue was deep and genuinely technical, but almost none of it was reachable through search.

Product pages existed as flat HTML with no heading hierarchy, no structured data and no internal linking between related material grades. Buyers searching for a specific compound or application landed on competitors instead. On top of that, the site was failing Core Web Vitals on mobile — Largest Contentful Paint was well outside the threshold, driven by unoptimised plugin configuration and render-blocking assets.

What we did

01. Content structure sheets before a single word was written

We built a content structure sheet for every product category — rubber, PU, PVC and plastics — mapping which grades, applications and industries each page needed to cover. This became the brief for both writers and the AI drafting layer, so nothing was invented and nothing important was missed.

02. Keyword mapping across new and existing product pages

Every product page was assigned a primary keyword, a supporting cluster and an intent classification. New pages were created only where there was demonstrable demand and no existing page competing for it, which prevented the cannibalisation that had been diluting the older pages.

03. FAQ schema and answer-engine structuring

Each product family received an FAQ block answering the questions industrial buyers actually ask — temperature tolerance, chemical resistance, load ratings, lead times. These were marked up with FAQPage schema so both Google and AI assistants could extract and attribute them.

04. HTML page content replacement, page by page

Rather than a risky full rebuild, we replaced page content in place — correcting heading hierarchy, adding semantic structure, rewriting thin copy and wiring internal links between related grades and applications.

05. Core Web Vitals and LCP remediation

We traced the mobile performance problem to plugin configuration rather than hosting. Reconfiguring caching and asset delivery, deferring non-critical scripts and correcting image handling brought LCP down substantially on mobile without touching the theme.

Where it stands

The catalogue is now structured so that a buyer searching for a specific material grade or industrial application can find the right page, and so that AI assistants can quote Easkay's specifications correctly rather than paraphrasing a competitor.

The engagement continues, with content production running against the structure sheets and monthly reporting on rankings, indexation and Core Web Vitals.